When The Container Store enters into a new market, it comes well-armed with several tried and true tactics for launching its new location and engraining themselves in the local community. With rising health concerns around the pandemic, the brand wanted to ensure its Spring 2021 opening aligned with local health regulations while making sure consumers felt safe and excited about the brands’ home organization offerings.
Dotted Line was tasked with developing a soft opening strategy with a steady cadence of activities that introduced Richmonders to the brand, spoke to the organizations’ philanthropic values and shared practical, advice to drive home how the company could help consumers complete their organization projects.
In partnership with social media specialists Tiramisu For Breakfast, our team began with research to understand how families across the metro-region were approaching retail amid the pandemic. Leveraging those insights, along with feedback about various home organization needs that had developed during the pandemic, we crafted a two-month-long program that combined influencer and media relations to drive awareness for spring cleaning projects that could help consumers create space – both physically and from a mental health perspective. Alongside those efforts, our team facilitated a non-profit partnership with Children’s Hospital of Richmond at VCU (CHoR) to make a philanthropic impact and further expose Richmonders to The Container Store brand.